LIVE updates: This month in search marketing [September 2024] Copy

3rd September 2024

Google Trends email subscriptions going away next month

Google is shutting down its email subscription service for Google Trends on 29th October 2024. Users who have subscribed to Google Trends via email will no longer receive trend notifications or be able to create new alerts.

Google recommends that users copy their existing subscriptions from the Google Trends subscription page before the 29th of October if they wish to keep a record of them.

As an alternative, Google suggests using RSS feed subscriptions or subscribing to the main homepage newsletter to stay up-to-date on trending topics.

Canva’s price hike may drive brands to explore alternative campaign creation tools

The price of some Canva subscriptions is set to increase significantly next year due to the company’s introduction of new generative AI features. Canva Teams, a subscription plan for businesses, will see prices rise by over 300% in some cases. Canva justifies the increase by citing the added value of its new AI tools.

In the UK, Canva teams users are reporting subscription increases from £120 per year to £500 per year, a 40% discount will be available for the first 12 months.

The content creation service has been quietly transitioning existing users to this new pricing structure since April. The company’s communications lead, Louisa Green, says “The changes are necessary to reflect the current price of the plan and the value of its expanded product experience”

Canva has introduced several generative AI features, such as its Magic Media text-to-image generator and Magic Expand background extension tool. These features have broadened the platform’s appeal beyond design and marketing professionals, and while the company has previously announced pricing changes, these latest increases were communicated only through customer emails. Other subscription tiers, such as Pro and Enterprise, remain unaffected.

Google simplifies consent management for advertisers

Google has introduced a new integrated consent management setup across its advertising platforms, designed to simplify privacy compliance for advertisers. This update partners with four leading Consent Management Platforms (CMPs) to streamline the process of obtaining user consent for data collection and usage.

The new setup aims to make it easier for advertisers to navigate the complex landscape of privacy regulations and ensure they are collecting user consent in accordance with applicable laws. By integrating with multiple CMPs, Google is providing advertisers with greater flexibility and choice in selecting the best solution for their needs.

The integrated CMP setup includes guidance within the Google Tag user interface, integration with various CMP providers, and options for banner installation. This will help advertisers manage consent banners and deploy consent mode more efficiently.

5th of September 2024

Google may integrate schema markup with merchant centre feed data

Google is planning to unify schema.org structured data markup with Merchant Centre feed data to enhance the consistency of product listings across its shopping platforms. This integration is designed to streamline merchant workflows by aligning the product data model, which aims to improve the search experience with more reliable product information.

The initiative focuses on creating a one-to-one match between the attributes supported by schema.org’s open-source standards and Google’s Merchant Centre specifications. This alignment seeks to simplify how product details are managed and presented.

Currently, Google relies on both structured data markup and Merchant Centre product feeds to generate detailed product listings in search results. Schema.org markup enables Google to extract product details from websites, while Merchant Centre feeds provide additional product data. Discrepancies can arise when the information in schema.org markup does not perfectly match the data in Merchant Centre feeds. Google is working to resolve these inconsistencies to ensure that product information, such as pricing, availability, and variants, is consistently accurate across its search results.

For merchants, this unified approach is set to improve the accuracy of product listings and reduce the need for redundant data management. By integrating schema.org markup with Merchant Centre feed data, Google aims to provide a more seamless and reliable shopping experience, benefiting both merchants and consumers.

6th of September 2024

Diving into new Google AI Overview rankings features

On 6th September, a notable change occurred in the SEO industry with the increased visibility of Google AI Overviews (AIOs) in search results. This shift has made it easier to track and analyse AIO performance on a larger scale.

Google Search Console (GSC) provides valuable first-party data for AIOs but lacks specific filtering options, making detailed analysis challenging. New tools now offer enhanced capabilities for tracking AIOs, combining GSC data with other insights to build a clearer picture of AIO performance.

Understanding the differences between mobile and desktop AIOs is crucial. On desktops, AIOs prominently display publisher links, similar to Featured Snippets. On mobile, these links only appear after user interaction, affecting traffic and click-through rates. Tools that filter results by mobile and desktop can help in understanding these discrepancies.

Typically, desktop AIOs show 2-3 reference links, with the third often less visible or hidden. These links are recorded as single rankings. Unlike Featured Snippets, AIOs allow the featured URL to also rank directly below in standard search results.

Recent updates have expanded AIO data to include specific regions such as the US, UK, and India, offering more detailed regional insights. This advancement improves the ability to track and analyse the impact of AIOs across different locations.

7th September 2024

New Google Analytics update: enhanced visualisation, anomaly detection, and revenue information

Google has introduced several updates to Analytics, enhancing its capabilities for data visualisation, anomaly detection, and revenue tracking. These updates aim to give users more powerful tools to better understand and navigate their performance data, supporting more informed business decisions.

The new “Plot Rows” feature allows users to visualise up to five metrics side by side, enabling easier comparisons and trend analysis. Alongside this, the introduction of an anomaly detection tool automatically flags unusual data patterns, such as unexpected traffic spikes or drops, helping businesses respond more effectively to significant changes.

Transaction reporting has also been improved, offering deeper insights into revenue, which is especially beneficial for e-commerce businesses. With the new Transactions report, companies can now analyse sales at a granular level, using the transaction id parameter to understand customer purchasing behaviour in greater detail.

Google Analytics has also made navigation easier with hover-over descriptions for report titles. These short descriptions provide immediate context for each report, along with links to more detailed explanations. In the Events report, a new feature allows users to mark significant events for quick reference, helping prioritise and track important data points.

Acquisition reports have been refined to provide more specific user metrics. The updated User Acquisition report now includes Total Users, New Users, and Returning Users, offering a clearer understanding of how different segments of users engage with the sites.

9th of September 2024

Google Ads to discontinue enhanced CPC bidding by 2025

Google has announced it will discontinue the Enhanced Cost-Per-Click (eCPC) bidding strategy by March 2025, transitioning advertisers to manual Cost-Per-Click (CPC) or newer AI-driven bidding options.

Starting in October 2024, new search and display campaigns will no longer be able to select Enhanced CPC, while existing campaigns will be automatically migrated to manual CPC if no changes are made by March 2025.

This change is part of Google’s broader push towards more advanced machine learning strategies, such as Maximise Conversions and Maximise Conversion Value, which offer more efficient and automated solutions for optimising ad performance. These newer options are designed to better predict user behaviour and enhance campaign results with minimal manual effort.

Advertisers are encouraged to assess their current campaigns and transition to AI-driven bidding strategies that can improve targeting and conversion rates. Google’s move reflects its focus on delivering more precise and data-driven advertising tools that help businesses achieve better outcomes.

Meta introduces new data restrictions impacting advertisers on Business Tools

Meta is introducing changes to its Business Tools that will significantly affect how advertisers use data for targeting and reporting.

The changes are part of a broader shift towards enhanced user privacy, restricting access to certain types of data that advertisers have traditionally relied on for building custom audiences and tracking campaign performance. Specifically, Meta will limit data such as URL parts and custom parameters, which means advertisers using this information may find their custom audiences affected or ad sets paused. Advertisers will need to reassess their campaigns to ensure compliance with the updated data policies.

For businesses that rely on Meta’s ad platform, these changes highlight the importance of adapting quickly. Advertisers should audit their tracking methods, especially if they use URL tracking tools like UTMs, which could be impacted by the new restrictions. Meta recommends focusing on core UTM elements like source, medium, and campaign name to maintain campaign tracking efficiency. If ad sets are paused due to restricted data, businesses are advised to either switch to a different custom audience or create new ones that comply with the updated rules. This means advertisers may need to refine their audience targeting strategies and modify how they report on campaign success.

The shift in Meta’s approach is part of a larger trend in the digital advertising industry, prioritising user privacy and changing how businesses collect and use data. As platforms like Meta move towards more privacy-focused advertising models, it will be crucial for advertisers to stay informed and adjust their tactics. By streamlining tracking methods, adjusting reporting strategies, and embracing broader audience targeting, businesses can continue to run effective campaigns while complying with evolving privacy standards.

10th of September 2024

Google clarifies: Fixing heading structure won’t boost rankings

Google’s John Mueller has recently clarified that correcting heading structures on a website will not impact its rankings. On Reddit, Mueller acknowledged that hierarchical headings—such as H1, H2, etc.—do have a minor effect, but he downplayed their significance in the context of SEO.

In the realm of headings, “hierarchical” refers to the arrangement of headings according to their importance and structure on a webpage. Typically, a webpage features one H1 heading that represents the main topic, followed by multiple H2 headings that outline individual sections. However, Google does not require the first heading to be an H1; it could be an H2 instead. Google’s algorithms do not rigidly enforce a specific heading structure, and SEO professionals cannot control how Google interprets these headings.

The technical guidelines for heading elements are set by the World Wide Web Consortium (W3C), which defines the purpose and use of HTML elements like headings. While Google generally adheres to W3C standards, it does not strictly enforce these rules, as many websites use headings for stylistic rather than semantic purposes.

When asked on Reddit whether incorrect heading order could harm SEO, Mueller clarified that while the order of headings does have a slight impact, it is not a critical ranking factor. The impact might involve making it easier for search engines to understand the content, but it is more beneficial for accessibility and user experience.

Mueller advised that proper heading structure is a good practice, particularly when setting up a new site or making substantial changes. While it can aid search engines in understanding content and enhance accessibility, it will not directly influence rankings. If you are looking to improve SEO, focusing on overall site quality and user experience will yield more significant results.

Mueller’s comments highlight a shift in the role of heading elements. In the early 2000s, headings were crucial for ranking, but their importance has since diminished. Today, they are primarily used to indicate the structure and content of a webpage. As Mueller pointed out, fixing heading structures on an existing site will not affect rankings, but investing time in enhancing the overall value of the site will be more beneficial.

This advice underscores the importance of focusing on creating well-structured, user-friendly content rather than solely concentrating on technical aspects of heading hierarchies.

11th of September 2024

A New WordPress plugin to boost productivity and simplify success

The co-founders of Yoast have introduced a new WordPress plugin aimed at helping users manage their tasks, improve productivity, and achieve success more efficiently. This plugin is designed to simplify the management of essential tasks, such as maintaining website health, publishing content, and keeping it updated, thereby streamlining the path to success.

The Progress Planner plugin provides users with a clear roadmap, integrated directly within the WordPress environment. One of its standout features is the gamification of task completion, where users earn badges as they achieve milestones. This creates a sense of accomplishment and encourages further progress by rewarding users with immediate feedback, offering a mental boost as tasks are completed.

The official description of the plugin highlights its simplicity and effectiveness: “It simplifies website management by providing a clear overview of your tasks, tracking your progress, and keeping you motivated.”

Currently in its Beta stage, Progress Planner has full functionality, though it is still gathering feedback from users. This stage follows Alpha, where bugs are addressed, and it indicates the plugin is ready for general use. The official launch date is set for 3rd October 2024.

Progress Planner is entirely free to use, with a pro version planned for release in the future, which will introduce more advanced features. The plugin is available now through the WordPress Plugin Repository and can also be installed directly via the plugin dashboard in the WordPress admin panel.

12th of September 2024

Google expands First Position Ads on YouTube

Google has broadened its YouTube First Position ad availability, now allowing these ads to appear across all types of content via Display & Video 360, rather than being limited to YouTube Select inventory.

First Position ads are in-stream advertisements that play at the start of YouTube videos, ensuring they are the first ads viewers encounter. This placement is designed to capture attention when viewer engagement is highest.

Key updates include the expanded availability to all YouTube content, a shift from a fixed-rate cost-per-thousand-impressions (CPM) to a dynamic pricing model through Display & Video 360, and enhanced targeting capabilities across a broader range of content. This change is applicable in all markets where First Position ads were previously available.

The First Position targeting is now available for both in-stream and Shorts ad formats, increasing the potential reach of these ads. However, it is important to note that First Position ads targeting may not always be guaranteed to appear as the first ad in a user’s session on YouTube TV, which could impact strategies for connected TV advertising.

Advertisers can use the Instant Reserve feature in Display & Video 360 to obtain quotes and reserve YouTube inventory immediately, aligning with the new dynamic pricing model. For implementation, videos used in First Position ads must be set to “Public” or “Unlisted,” as private videos are not eligible for these campaigns.

To measure performance, advertisers can use Basic report templates and YouTube-specific reports available in Display & Video 360, offering detailed insights into ad effectiveness across various metrics.

These changes could impact how brands allocate their video advertising budgets, potentially increasing competition for premium ad placements on YouTube. Advertisers may benefit from more flexible budgeting and an expanded reach but should be mindful of the potential for higher costs and the need for strategic planning.

For more information on leveraging First Position ads, advertisers should consult Google’s Help Center for details on Instant Reserve in Display & Video 360 and Reservations in Google Ads to understand the implementation process and best practices.

17th of September

Google tests sticky headers for Ads and search results

Google is currently trialling a new design for large ad and organic result headers, incorporating a sticky feature that keeps the header fixed at the top of the screen as users scroll. While Google has previously experimented with sticky ad labels during scrolling, this new design represents a notable departure from earlier versions.

The updated design aims to enhance user experience by clearly distinguishing between ads and organic search results as users navigate through the content. The sticky header functionality allows users to easily identify whether they are scrolling through ads or not, which can improve overall navigation and clarity.

18th of September

Google Ads expands AI Campaign Tools to more languages

Google has announced the expansion of its AI-powered search campaign tools to support more languages, introducing new creative features and enhanced advertiser controls aimed at optimising performance. Previously available only in English, the AI-driven campaign building tool will now include support for German, French, and Spanish, enabling a wider range of businesses to take advantage of Google’s machine learning technology in their search marketing efforts.

The AI assistant, which helps advertisers create high-performing campaigns by analysing their website and business information, will also offer expanded creative asset generation capabilities. This feature, once exclusive to Performance Max campaigns, is now available for Search, Display, App, and Demand Gen campaigns. In addition to new language support, Google has introduced campaign-level negative keywords for Performance Max and omnichannel bidding options to further enhance control over campaign targeting and performance.

These updates reflect Google’s ongoing commitment to improving the effectiveness of its advertising tools, ensuring businesses can optimise both their online and in-store conversions. With AI-driven innovations that simplify campaign creation and deliver personalised recommendations, businesses can now refine their marketing strategies across multiple platforms and languages, all while benefiting from new levels of advertiser control.

23rd of September

Reddit unveils new AI and automation tools to enhance Ads Manager

Reddit has recently introduced a suite of AI and automation tools to its Ads Manager platform, designed to streamline ad creation and improve performance, particularly for small and medium-sized businesses (SMBs). Among the new features is the Reddit Ads Inspiration Library, which utilises AI to showcase top-performing ad creatives within various industries. This tool allows advertisers to quickly identify effective ad copy and incorporate best practices into their own campaigns. Another addition is the AI Copywriter, currently in beta, which generates tailored ad copy based on Reddit best practices and specific campaign inputs, such as target audience and product details. This feature is especially useful for advertisers new to Reddit, simplifying the process of creating resonant and impactful ads.

Additionally, Reddit has launched an image auto-cropping tool that automatically adjusts images to fit recommended display ratios, further streamlining campaign creation. These tools, introduced ahead of the holiday advertising surge, provide advertisers with valuable resources to enhance their campaigns, improve efficiency, and unlock new growth opportunities. With over 91.2 million daily active users, Reddit offers a unique platform for brands looking to connect with diverse audiences, making these AI-driven updates an essential consideration for marketers seeking to optimise their Reddit advertising efforts.

25th of September

Google removes cache search feature and adds internet archive links

Google has officially removed the documentation for the cache: search operator, marking a significant change in how users access previous versions of web pages. According to the Internet Archive’s Wayback Machine, the documentation was available as recently as 17 September 2024, but now the URL redirects to a changelog notice announcing its removal.

The decision to retire the cache: operator was first announced in March 2024 by Google’s Search Liaison on X (formerly Twitter), citing that it was originally designed to assist users when page load reliability was a common issue. As internet performance has improved, the tool has become less essential. In his statement, the Search Liaison expressed regret over the removal, acknowledging it as one of Google’s oldest features but also noted that its purpose had largely been fulfilled.

A potential alternative was hinted at, with hopes that links to the Internet Archive’s Wayback Machine could replace the former cache: link within Google’s “About This Result” feature. This idea has since been realised, as Google announced on 11 September 2024 that links to the Internet Archive are now integrated into their search results, providing users with the ability to view archived versions of web pages.

A Google spokesperson commented on the change, stating: “We know that many people, including those in the research community, value being able to see previous versions of webpages when available. That’s why we’ve added links to the Internet Archive’s Wayback Machine to our ‘About this page’ feature”